Essentials of Marketing Analytics

PART 1 Overview of Marketing Analytics and Data Management 
1 Introduction to Marketing Analytics 
2 Data Management 

PART 2 Exploring and Visualizing Data Patterns 
3 Exploratory Data Analysis Using Cognitive Analytics 
4 Data Visualization 

PART 3 Analytical Methods for Supervised and Unsupervised Learning 
5 Regression Analysis 
6 Neural Networks 
7 Automated Machine Learning 
8 Conjoint Analysis 
9 Cluster Analysis 
10 Market Basket Analysis 
11 Customer Lifetime Value 

PART 4 Emerging Analytical Approaches 
12 Natural Language Processing 
13 Social Network Analysis 
14 Fundamentals of Digital Marketing Analytics 

Glossary 
Index 

Overview:

We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more.  The era of Big Data has brought about huge amounts of data to review, analyze and solve.  Today’s students will need to have a keen understanding of not only the right types of questions to ask but also the tools available to help answer them. This book covers both, in a comprehensive, readable and flexible manner.


Key Features:

• Two new chapters added to the Indian Adapted Book on Conjoint Analysis and Customer Life Cycle Value
• Emphasizes hands-on learning with case studies
• Introduces the most popular analytics software tools, such as Tableau and Python
• Coverage of product analytics, segmentation, place analytics etc
• Details on the construction of different types of scales for consumer survey
• Excellent pedagogy having Case Studies, Learning Objectives, Practitioner Corner, Discussion and Review Questions, Critical Thinking and Marketing Applications

• Essentials of Marketing Analytics